James is our CEO and a retail technology professional with over 20 years’ experience at Vista, having held senior positions in Operations, Logistics, Customer Services and Sales. James has developed a wealth of experience in the provision of technology services and has an acute understanding of technology and how it can be leveraged to meet business strategies. James is an accomplished technology writer for a selection of online publications, a Tŷ Hafan children’s hospice non-executive (trustee), charity fundraiser and ice hockey player.

Lucy is our Commercial Director and is responsible for all sales, covering both existing account management and new business development. She also works closely with the Vista board in setting and developing the strategic direction of the business. Lucy joined Vista in 2014 as our Chief Financial Officer, having worked closely with the Vista board when she was a portfolio executive at Finance Wales (now Development Bank of Wales). Lucy started her career at PwC, where she worked predominantly in Transaction Services. In her spare time, Lucy enjoys spending time with her husband and two daughters. She enjoys running to keep fit, travelling, and also likes to ski. Lucy is a Fellow of the Institute of Chartered Accountants in England and Wales.

Emily joined Vista in 2013 after graduating with a first class honours degree from Cardiff University and qualifying as a Chartered Accountant with PwC. Emily was appointed to the Board as Finance Director in 2016 and is responsible for the financial, administration and HR functions of the business.

David Beer joined Vista as Chief Revenue Officer in 2025, leading and overseeing our revenue strategy, aligning sales, marketing, and customer retention to accelerate our next phase of growth. Bringing nearly three decades of experience in the technology and services industry, David began his career as a technical engineer, and progressed through sales leadership, before expanding to include responsibility for projects and service delivery to retail and hospitality clients. His career includes senior positions at Zebra Technologies and, General Manager of Toshiba’s retail solutions business in the UK & Ireland.

David has led complex service engagements for major brands including Royal Mail, DHL, Asda, and Volkswagen. Known for his open, inclusive, and hands-on leadership style, he’s as comfortable mentoring teams as he is jumping in on a technical install. Outside of work, David enjoys sports, canoeing adventures, and family life in West London with his wife and their four children.

Paul Hiscocks joined the Vista team as Chief Operating Officer in 2025, bringing over 25 years of leadership experience in telecoms and IT service management. Starting his career at BT at 16, Paul has since led large-scale service delivery teams and major programmes for organisations including AWS, Google, Microsoft, and the NHS. His leadership style—rooted in compassion, humility, and action—has consistently driven high performance and customer success.

Paul is a firm believer in “sales through service” and is passionate about empowering people to be their best. Outside of work, he enjoys the outdoors, staying active through running, cycling, and hiking in the Brecon Beacons, and spending time with his wife, son, and their dog Vinnie.